Personal Branding: If It’s Going to Work, You Need a System

A strong personal brand provides tremendous benefits to a business owner. A well-defined brand separates the business from competition in the market—effectively locking out the competition. A strong personal brand positions the business owner as a celebrity expert within his market, allowing him to charge premium rates and still bring in new business. A strong personal brand is memorable—leading to “top of mind” awareness for clients and prospects.

Taken together, these benefits can revolutionize a business—taking a “normal” business and turning it into a dominant force within its market. And I have had the privilege of seeing this happen many times.

We have talked extensively in this space about the strategies we use to accomplish these goals. But here’s an important truth that you need to understand: if you want to build and maintain a powerful personal brand, you need a system.


Because as a business owner, you’ve got hundreds of details to manage on a daily basis. Many of you must function as the accounting department, the human resources department, and the marketing department for your business—and that’s just before lunch. As a result, it’s inevitable that you’ll be distracted from time to time. An effective branding campaign requires consistency- so it’s important that you develop systems that ensure your brand is being built… no matter how busy you may be.

Specifically, you should have a system for social media. You should have a system to ensure that fresh content is being posted to your blog. You should have a system for identifying and pursuing speaking engagements. You should have a system which ensures that you get out and spend time networking on a regular basis. There’s more, but you get the point.

What do these systems look like? That depends on you and your organizational systems. For some people, it’s as simple as putting “social media” on their daily calendar and putting “write a blog entry” on their schedule once a week.

For others, the best approach is delegating the work to team members. You may have a gifted writer on your team who can handle your weekly blog posts. A younger staff member who grew up using social media may be the perfect person to task your daily social media efforts to. A word of caution, however—before you let your team run with these initiatives, make sure that the content they are producing reflects your brand and your message properly. It may take oversight on your part for a few weeks or even a few months until your team fully “gets it.”

There’s no single “right way” to create a system for personal branding—what’s important is that you create a system that works for you and your business. A personal branding system ensures that your brand is being regularly reinforced, no matter how busy or distracted you may be. If you’d like to learn more about personal branding strategies to take your business to the next level, please get in touch with me today!

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